The IX World Cup was hosted by Mexico, which had the advantage of newly built, modern sports facilities. FIFA was concerned, though, with the altitudes, (reaching up to 2,680 meters above sea level) on which the games were to be played. 70 teams entered the competition, among the ones that didn't make it through the qualifiers was Portugal (bronze medallist of 1966), Yugoslavia (European champion), Hungary (Olympic champion), and Argentina. For the first time Israel, Morocco and El Salvador qualified.

Before the start of the games some corrections were made in the regulations: from then on two changes were allowed during a game and the penalty system was unified with the use of yellow and red cards. Four teams were seeded (England, West Germany, USSR and Uruguay) and the other teams were drawn. The first round brought no surprises and the favourites qualified for the quarterfinals. There West Germany had a chance to get revenge for their defeat in the 1966 final, and beat England 3:2. The other wins went to Uruguay, Italy and Brazil. The semi-final between West Germany and Italy turned out to be one of the most exciting games in World Cup history. Out of the 7 goals shot during this match, 3 were hit in the last 10 minutes of the game and another 3 in overtime. When Italy and Brazil qualified for the final, it was clear that after the tournament the winner will keep the Rimet Cup. It was a rather easy win for the "canarinhos", who triumphed for the third time at the World Cup championship. In the 3. place game West Germany defeated Uruguay 1:0.

Top players of the tournament: Alberto, Gérson, Jarzinho, Pelé, Rivelino (Brazil), R. Charlton, Moore (England), Facchetti, Riva (Italy), Beckenbauer, G. Müller, Overath, Seeler (West Germany), Mazurkiewicz (Uruguay).